A Community Look

Category: Fashion Trends

One of the things I’ve been truly excited about this past year is that mail is actually becoming fun again! Looking for gourmet food that is actually healthy for you? It can come in the mail! Looking for trendy accessories? It can come in the mail? Looking for AMAZING workout gear that is actually trendy? Thanks to Fabletics, it can also come in the mail!

I fell in love with a feature article on CNBC.com that highlighted how great Kate Hudson’s company, Fabletics, has been doing. The company has brought in around $250 million dollars in the past 3 or so years and while numbers don’t mean much to me, I feel like it has filled this huge gap in the athletic wear industry that so many of us have been so grateful for.

Among her advice for accelerating your company to the next level, Kate Hudson outlined the fact that business owners should focus on being hands on, even when their company sees the type of success that Fabletics has seen. Even though the company has excelled like few do, she is still involved with the daily work and also works within several areas of the company, from product development to marketing. She also cited the importance of taking risks and really believing in yourself, which is always an underlying element the encourages success.

The company uses a reverse showroom technique, where it invites potential buyers to a digital showroom where they can get to know the brand and the product line at their leisure. Many companies are still focused on actual stores, that have extremely high overhead and also have to staff their stores with employees that often simply man the store while people browse and then those prospective buyers go home and make purchases on the internet, often for just mildly lower prices.

By utilizing a reverse showroom, Fabletics has been able to offer their high-end products at a price available to the majority of people – meaning their sales are up and that are they going head-to-head with online retailers such as Amazon. Not only is Fabletics taking on Amazon, but the brand’s price point and quality of its product line has launched it into a top position in its market of athletic wear. With a 43% growth rate is 2016, we look forward to what Fabletics has to offer in 2017 and how large the company can grow.

Fabletics is a fitness and workout clothes retailer based in the US. It operates on an online subscription model. It has also opened physical stores. Its headquarters is in El Segundo, California. Fabletics was started by Adam Goldenberg, Don Ressler, and Kate Hudson in 2013. The company began selling clothes to women solely. They opened a men’s line in conjunction with Oliver Hudson in 2015. Some of the locations where they have opened stores include Cincinnati, St. Louis, Las Vegas, Charlotte, and Colorado. The company has plans to open close to 100 stores in the next couple of years.

Customers take a survey to let the company know what outfits and workouts they like when they join as VIP Members. Outfits are then picked for a client at the start of each month depending on the preferences derived from the survey. VIP Members get the outfits for only $25 in the first month. The company has experienced exponential growth in the last couple of years. It has made a quarter of a billion dollars on sale since it was started. You can take the lifestyle quiz yourself to find out which Fabletics gear suits you the most.

One of the reasons why they have been successful is because of the reverse showrooming technique. The company uses online trends and habits to stock up their stores. Clients are able to get the items that are fashionable at that moment. Fabletics has used the stores to their advantage by ensuring that they complement the online experience. They also use the stores as an avenue for them to get to know their customers better by hosting events and interacting with them.

A certain client reviewed Fabletics a few years ago. She gave users an honest opinion on the products she received from the company. She said that the quality was good and the price was reasonable. The quality was higher than she expected. It was the same as that of other high-profile brands. She loved the fact that the leggings were thick. She did not have to worry about any see-through issues. She was also impressed with how the leggings held their shape and compression and did not fade quickly. The tops were very soft. They were made of high-quality fabric.

The client noted that Fabletics had a variety of styles that ranged from fun to bold. She said that Fabletics truly had something for everyone. One would not fail to find a style that they liked. She was happy with the value of the outfits. They were of excellent quality. She was impressed because the same outfits would cost relatively more at other stores even though the quality was the same. The fact that she could get a couple of items for less than $60 was one of the great things about Fabletics. She finished the blog post by recommending Fabletics because of the many perks that they offer. The deal is superb since customers can choose to skip a month if they wish.

The fashion industry can be a difficult industry to be successful in. Currently, twenty percent of the market is controlled by Amazon. When a company manages to be successful without the help or use of Amazon, it is no small feat. Back in 2003, Don Ressler and Adam Goldenberg started Fabletics, with the help of actress, Kate Hudson. The three of them saw that there was a large portion of the country that the workout wear industry was ignoring. There were no companies or brands catering to a trendy, yet affordable budget. With the idea of affordable, stylish, and comfortable workout gear in mind, Fablectics was born.

Fablectics works on a monthly subscription model. This model has turned them into a multi-million dollar company, taking on Amazon when it comes to workout apparel. Before a member receives their first outfit, they take a quiz to customize their tastes, so the website learns their individual likes and dislikes. This tailors the outfits to what each customer will love, making shopping much easier, faster, and makes for happy customers. The monthly service makes it easy for busy people to get new outfits without worrying about needing to spend the time to go shopping every month for a new, trendy outfit. Kate Hudson personally approves all the clothing for the company. This tailoring to each member’s needs leads to high membership retention and happy, loyal customers.

It also helps them get to know the communities they serve. As they are in the communities, they can learn the styles and trends of that area. This allows them to customize the clothes offered. Thirty to fifty percent of the customers that enter their stores are already members. Another twenty-five percent become members while they are in the store. This helps create an even larger customer base for the company. When the members are in the store, the items they try on also go into their online shopping cart. The customer can then buy in the store or online. For many retailers, they are losing sales when customers come into their physical stores to see items in person, but then go online and find the items cheaper, and purchase them online instead. For Fabletics, it doesn’t matter if they purchase in the stores or online. They simply work hand in hand to give their members the best shopping experience. They use their stores to showcase their clothes and to simply give their customers another option for customer service.

The quality of clothing you get from Fabletics can easily be compared to that of much more expensive brands. Their pants are soft, comfortable, and most importantly, thick. No see-through problems with their pants. The outfits you receive are stylish and customized so you are certain to love them. The clothes hold their shape, compression, and don’t fade over time, making them some of the highest quality clothes on the market for an affordable price.

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She posed with a look-a-like porcelain doll, cupcake-frosting-blue tinted hair crowning ivory skin, Venus palette adorned ice-blue eyes, and full Red Velvet topped lips. Matching white dresses with black bows and buttons completed the twin-set, blue sky and green tree covered hills making a natural screen in the background. Doe Deere, the always-colorful creator and CEO of Lime Crime Cosmetics, had intended the Instagram post to be an expression of her appreciation of the doll’s designer, Joshua David McKenney. The recipient of one of the Top Inspiring Female Entrepreneurial Awards had certainly not expected what happened next.

An apparent admirer, 66-year old Richard Prince of Gargosian Gallery, took a screen shot of the image, altered the text on it, blew it up to 48 by 65, and sold it for $90,000. Yes, that’s $90,000 for a what was essentially a screen shot of an Instagram photo. Fortunately, Prince isn’t the only one who benefitted from the hack as McKenney’s cult following has grown as a result, and this was, after all, the original intent behind Deere’s posting.

The Russian born, New York City raised self-proclaimed Queen of the Unicorns runs her business with the same intent of doing good by others. Her products are animal friendly. Positive reinforcement and a quirky, fun environment in the workplace (think lip pillows on the soft and lollipops at the coffee station) uplifts Deere’s employees, encouraging them to come up with fresh ideas. And “unicorns”? What’s up with that? Well, it’s simply the name she calls her fearless followers, those who, like Deere, aren’t afraid of a make-up pallet that includes lawn green and flamingo pink eyeshadow and lipstick the color of, well, squash!

Deere’s own foray into the world of cosmetics began at a slumber party when she was 9-years old. It would be easy to say the rest is history, but in truth it took a lot of trial and error to come up with the instantly recognizable Lime Crime look. It also took more than a willingness to play with color to bring about Lime Crime’s success. When the cosmetics first launched in 2008 as strictly an ecommerce business, selling make-up online was considered risky business. Deere had the faith in her followers to move forward and the product line saw explosive success. If Deere’s unicorns have any say in the matter, it’s a company that will continue to grow.

In a recent New York Times article, the new trend of athleisure was discussed. The article discussed how it seems like most every clothing brand is venturing into the style of clothing. The word has even already been added to the dictionary it is growing in popularity so fast. Essentially, it is casual clothing that can be worn during exercise, but it also looks good enough to wear out.

The article then went on to talk about how the big names in sports gear, like Nike and Adidas, have expanded their offering in these areas. New brands are entering the market and celebrities are getting involved and even starting their own brands. The market has grown so significantly that it is now worth nearly 100 billion dollars. But the market has reached its stretching point. Many of the big names have reported slowly growth in the area. Most analysts are guessing that this is short term until all of the poor quality brands on instagram.com get knocked off. They say that the acceptance of more casual clothing at work and the trend towards more fitness in the United States will only continue to grow, meaning athleisure will only continue to grow.

One brand that has recently made its debut onto the athleisure scene is Kate Hudson’s Fabletics on thekrazycouponlady. Hudson co-founded the company with Don Ressler and Adam Goldenberg, who now both serve as the co-CEOs. The goal was to provide good quality active wear at a reasonable price. Then a short time later, Fabletics expanded to Australia. By 2015, Fabletics had also started a men’s line and a children’s line of athleisure clothing. The brand has been featured in many different reputable publications, such as SHAPE, SELF, ELLE, InStyle, Women’s Health, People and many more.